product marketing

The marketing industry is a crowded space. As consumer attention spans decline and quality engagement becomes harder to come by, marketers are forced to get even more creative. The eternal battle for attention, for a way to stand out, requires marketing professionals to stay on top of trends, have the ability to predict consumer behavior, and find innovative ways to promote their brands.

So what happens when a marketing professional is struggling to make the connection between the end consumer and the product? Often, it can be difficult to bridge that gap, to convince consumers that they need the product in question. What next?

Instead of narrowing the focus to only promoting and selling products, think bigger. What’s the big picture? What impact does this brand want to have on the consumer? How does one market an idea and not simply just a product?

Idea marketing stems from a need to make a lasting impression on consumer behavior. The expansion of the marketing to promote the idea behind a product can often have a more impactful effect because it helps relate the product and the idea behind it to a need of the consumer.

Consider the example of a fitness brand promoting its line of resistance bands. These bands, available in a package of various resistance levels and sizes, are meant to be a supplement to an exercise program. But the bands aren’t selling very well; there is so much competition within the industry that marketers are struggling to gain traction and move the needle.

So take a step back and look at the bigger picture. What impact should this brand be having on the community? Fitness and wellness are a big topic right now, and it seems new brands touting massive results are popping up each day.

For a brand promoting fitness equipment, perhaps promoting an easy, accessible way to exercise will help align the product with the needs of the consumer. Consider adding content geared towards stay at home parents or those who work from home on social media and websites. This content will help steer these types of people to the brand when they’re searching for in-home exercise options.

It is easy to get stuck in the hamster wheel of sales. But just relying on advertisements can be detrimental to the overall effectiveness of a marketing campaign. Instead, expand the worldview a bit and think of marketing the concept: easy, in-home fitness, for example. Rather than shoving product into consumers’ feeds at all times, promote thelifestyle, and position the product as a supplement to this lifestyle.

Consumers want to feel a connection with what they purchase. They want to feel as if their life will be more complete with this purchase. Running promotions, sales, and giveaways will only get a brand so far when it comes to accomplishing this connection. Rather, promoting the message of a brand, the mission of it, will be more effective in generating authentic, long-lasting customer relationships and long-term success for a product.

5WPR CEO Ronn Torossian – founder of 5W Public Relations

Ronn Torossian


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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.